Dutch Consumer Association reached out to Amazon and Bol marketplace representatives with cease-and-desist letters, demanding that marketplaces stop offering misleading discounts. The “Monitoring Consumer Authority” reached the conclusion after careful investigation that both platforms are using fake discounts to attract consumers, and are operating against the Dutch regulations in this regard.
Local Consumer Association
Researchers from the Consumers Association monitored the prices of high-selling products listed at Amazon(in this case air fryers and Bluetooth speakers), and air fryers and TVs at Bol marketplace for two months. Amazon put 113 products from these categories on sale, and in 46 cases(as research shows), the online retailer hasn’t followed the rules.
When it comes to Bol incompliance, the researchers found that Bol hasn’t followed the rules for discounts in 62 discount cases, from 210 offers that it offered for sale in this period.
Fake Discounts
The Association found various examples of prices being lower before the sale. For example, when it comes to Amazon and its misleading discount policy, the researchers found that Amazon put a JBL Charge 6 speaker on “sale” for EUR 147, claiming a 26% discount. According to the Association, the speaker’s price had been EUR 133 for nearly a month before the sale. Amazon raised the price to EUR 199.99 just before the sale.
The Association found various examples of prices being lower before the sale. For example, when it comes to Bol marketplace and its misleading discount policy, the researchers found that retailers offered on July 7, 2026, a Samsung TV for €349 with the claim “You save 12%” accompanied by a crossed-out “usual price” of €399. According to the advocacy group, the TV had never cost €399 in the 60 days preceding the sale. It was listed for €349 for almost the entire time, and even dropped to €329 on July 6.
Netherlands has put in place a rigorous consumer-oriented protection framework when it comes to offering products on sale to customers, with an even higher focus during the events that trigger high demand, such as Black Friday, Christmas holidays, and important sporting events.
Remedies
The Director of the Dutch Consumer Association demands that Amazon and Bol, to adhere to the Dutch consumer regulations and stop this non-compliance. The director says that they are willing to proceed with the legal action if the marketplaces continue with this behaviour.